Ally becomes the official retail banking partner of the USGA, U.S. Open, and U.S. Women’s Open

The GIST: The LPGA is following up last week’s game-changing sponsorship announcements with another one — this time, with Ally. It’s the progressive online bank’s first move into the golf space as it becomes the official retail banking partner of the USGA, U.S. Open, and U.S. Women’s Open. Play it as it Ally-s.

The details: The deal includes an extensive investment with NBC Universal, allowing Ally exclusive access to in-broadcast features during the U.S. Women’s Open, which has a record $12M purse this year. The agreement counts towards Ally’s 50/50 Pledge to spend equally on men’s and women’s sports media by 2027, which is expected to reach 45/55 by the end of 2024.

The athlete connection: Through the partnership, world No. 1 Lilia Vu will also become the latest member of Team Ally, a collective of famous athletes and influencers. Vu and her caddie will sport Ally’s logo on their hats during competitions — a big win considering Vu’s golf ’fit is running out of real estate.

The reasoning: Reaching golf’s affluent audience is smart business for many premium brands, and Ally clearly wants in on this approach. Golf has traditionally partnered with luxury watch companies like Rolex and financial institutions like Mastercard, while newcomers include tech’s SHI International and World Wide Technology.

Zooming out: It pays to be an ally, especially since women’s sports fans are exceedingly loyal. Rolex saw 9x higher engagement with women’s sports fans, and after investing heavily in women’s sports, Ally’s one of only four major U.S. banks that gained consumer trust in 2023.

• Plus, LPGA sponsors saw up to 400% ROI last year, making Ally’s investment in the golf tour a prudent one. Expect others to tee up in the future.